Aims & Objectives
Aims & Objectives
The mission of a business is typically presented in the form of a mission statement which encompasses the business’ promise of commitment to its core purpose.
The most effective mission statements act as a guideline to how the business operates and why it exists, essentially representing the overall aim, typically informed by the vision and values of the business.
However, there are no set rules around how a mission statement should be structured and it is a unique statement that applies to the business only.
The vision of a business is summarised in a vision statement which essentially describes what the business aims to achieve.
The vision statement is often based on a five to ten year period and is commonly used to communicate the future plans of the business, especially to employees amongst many other stakeholders.
The vision statement is often confused with the mission statement, however it’s important for businesses to differentiate between the two.
An effective vision statement should be:
Motivating and inspiring to the employees of the business.
Reflect the culture and values of the business.
Clearly lay out the business’ plans for the future
Within business, values are often formally written in a values statement which state what the business believes in and stands for, it could be viewed as a moral compass for the business and its people, guiding decision making and acting as a benchmark for assessing actions.
The values of a business link very closely to its culture and for the values to effectively guide the behaviours, actions, and decision making across the business, it is crucial that the values are reinforced continuously at every level, not just produced and published.